The Dow Chemical Company EcoMetrix Solutions Group The Nature Conservancy

How “Voice of the Customer” Informed the ESII Tool

France M. Guertin

TNC-Dow Collaboration Team

The Dow Chemical Company

Midland, Michigan, USA

The Dow Chemical Company EcoMetrix Solutions Group The Nature Conservancy

Inviting Nature @ the Business Decision Table

Ecosystem Services Identification and Inventory

(ESII) Tool

The Dow Chemical Company EcoMetrix Solutions Group The Nature Conservancy

How “Voice of the Customer” Informed the ESII Tool

France M. Guertin

TNC-Dow Collaboration Team

The Dow Chemical Company

Midland, Michigan, USA

The Dow Chemical Company EcoMetrix Solutions Group The Nature Conservancy

Land attributes captured ES quantification and valuation Strategic and Tactical Impact

Ecosystem Services Identification and Inventory

•Help non-ecologist measure ecosystem services rapidly and cost effectively

•Provide scientifically robust quantification of ecosystem services at a site scale

•Provide simple gross assessments of ecosystem services

•Provide results in the format of engineering units

•Help decision makers determine the value of nature, and the consequences of

decisions pertaining to changes of natural habitats

•Knowledge and education building

DOW CONFIDENTIAL - Do not share

without permission

ESII Tool Phase 1 Proof of Concept achieved !

Flood Protection

Asset ManagementGI potential

Conservation

DOW CONFIDENTIAL - Do not share

without permission

Education

Community Success Site Resilience

ESII Tool Phase 1 : Learnings

Designing ESII with Nature & Business Value in Mind!

Objectives of “Voice of the Customer”

• Identify Key End-Users

• Identify Actionable Decisions to create Real-Value for Dow

• Determine important Tool Features

DOW CONFIDENTIAL - Do not share

without permission

Voice of the Customer

Webinars held with 25 people across Dow from North America, South America, China, Europe, Australia

Results• 54 actionable decisions identified• Identified Early Adopters within Dow• Prioritized ES based on Actionable decisions• Identified Areas of New Opportunities for ESII tool • Identified key features of ESII tool

DOW CONFIDENTIAL - Do not share

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Water Quality

Erosion Control

Air Quality

Flood Protection

Climate Regulation

Water Quantity

Erosion Control

Air Quality Aesthetics

Actionable Decisions Classified

DOW CONFIDENTIAL - Do not share

without permission

Water ProvisioningWater Quality Water Quantity

Flood Mitigation

60%

15%

5%10%5%

5% 8 Priority ES

ESII Tool Actionable Decisions Focus Areas

.

DOW CONFIDENTIAL - Do not share

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0%

5%

10%

15%

20%

Learnings

.

DOW CONFIDENTIAL - Do not share

without permission

• Fills a need! Lots of positive feedback/excitement

• ESII tool can drive value by enhancing Dow’s natural capital

• Actionable decisions require alternative analysis

• Tool implementation = pull strategy by driving use

The Dow Chemical Company EcoMetrix Solutions Group The Nature Conservancy

•Scoping•Method development

•Pilot testing

•Phase 1 Report

•Phase 2 Scope

•VOC• Model /Method

•Validation

•External peer review

•Software •Testing•……

ESII Tool Design

Q3-2013 Q1-Q2 2014 Q3- Q4 2014

Phase 1

Proof of Concept

Phase 2

Development

Q4-2013

The Dow Chemical Company EcoMetrix Solutions Group The Nature Conservancy

Thank you !

By examining the environment through the framework of ecosystem

services, it becomes much easier to identify how changes in

ecosystems influence Dow’s natural assets and to provide information in

a form that decision-makers can weigh alongside other economic

information.